San Francisco Glens 2025 Kits

FROM THE BAY TO THE WORLD

CONTEXT

Following my involvement in marketing the Glens’ inaugural kit launch in 2024, I stepped into a lead creative role for the club’s second-ever release in 2025, developing early design concepts and solidifying the visual direction of modern Glens kits.

A defining element of the 2025 kit was its role as a canvas for one of football’s most iconic sponsors: Guinness. Integrating such a storied brand added significant weight to the design process, and careful attention went into ensuring the kit’s visuals respected its legacy.

Working closely with Glens staff and our manufacturing partners at LEXA Sport, I created concepts for multiple kits, most notably the home and goalkeeper designs. I also produced distinctive accent marks, including a custom back-of-collar icon and a modern recreation of a historic club crest that appears on the 'retro' away shirt.

Beyond the kit itself, I also led the creative direction for the entire launch campaign, overseeing photography and producing all supporting marketing collateral.

Altogether, the final release highlights the Glens’ identity as one of San Francisco’s most authentic football clubs, now gaining momentum on the global stage.